Nooruddin takes on the newly-created, cross-functional role of head of digital for Shiseido in Hong Kong, reporting to Alessio Rossi, who joined the company at the start of this year as global chief digital officer at its new digital centre of excellence in the US. Nooruddin will also report into Shiseido Hong Kong's group president.

Before joining the IPG firm in 2014, Nooruddin led digital practices at WE Communications, Burson-Marsteller and Edelman, and has also worked at OgilvyOne and Proximity.

While Nooruddin was unavailable for comment as this story went live, his LinkedIn profile suggests that he will help to drive digital transformation at Shiseido, focusing on such areas as as eCommerce, CRM and adtech.